Pay Per Click Management Techniques:

Many clients believe that it is relatively easy to manage a Google Adwords account. When using Google's Starter Edition account, this may well be the case. But when we factor in Google's philosophy on Ad Placement, being that the number one position is the best place to be, then there may be a conflict of interests.

Google may be correct that the most clicks will be achieved when positioned at number one, however this does not necessarily mean that the client will get the best return on investment (ROI).

Contrary to popular belief, advertising in Google AdWords is not all about how big your budget is. Google AdWords is a very sophisticated system in that it will reward you if your products/services are more relevant than your competitors to any given search phrase.

Google AdWords rates its ads on the ‘quality score’ that they achieve. This ‘quality score’ is a ranking system devised by Google to rank all advertisers equally, even if one advertisers budget is much higher than another advertiser. However you must provide quality content/products/services and an optimised AdWords account in order to get a higher ‘quality score’.

Quality score takes into account many factors. These factors include:

• Click Through Rate (CTR) – This is equal to the number of clicks divided by the number of impressions.
• Max Cost Per Click (CPC) – This is the maximum bid placed on any particular keyword.
• Ad Text – The relevancy of the ad text in relation to the keyword phrase typed into the search engine.
• Landing Page – The relevancy of the content on the landing page (where the ad points the user to) to the keyword used and the ad clicked on.

Below is an example which shows the placement of ads belonging to four different advertisers when we take into account their CTR, max CPC and Quality Score:

As you can see from the example above, Advertiser 1 is actually spending the least amount, while still achieving the top advertising position, thanks to a high CTR, and thus the highest quality score. Although Advertiser 3 is spending the most, he only achieves 3rd position because his AdWords account is poorly optimised, having the lowest CTR out of the competing advertisers. From this you can see how important it is to maintain a high quality score to achieve the best ROI.

• Keyword Selection:
  The process of finding the correct keywords to target, and those that give the best Return on Investment.
• Keyword Matching:
  Making use of keyword matching options available including broad match, phrase match, exact match and negative match as well as employing embedded matching where necessary.
• Position Preference:
  Selection of the preferred preference of your ads to attract the visitors who are most likely to 'convert' into paying customers.
• Country/Region targeting:
  We can target your ads to specific countries and change those ads depending on their intended audience.
• Language Targeting:
  Target your ads to only people who speak a certain language.
• Start/End Dates:
  Specify start and end dates for your campaigns.
• Budget:
  Preset a specific amount to be spent daily on your entire account or across various campaigns.
• Ad Scheduling:
  Run your ads at certain times of the day, or certain days per week to maximise ROI.
• Google Networks:
  Choose to show your ads only on Google, Google's Search Network, and the Content Network.
• Keyword Bids:
  Manage bids on each individual keyword as well as setting the price for content bids on Google's Content Network.
• Exclude Sites:
  Exclude sites to show your ads on Google's Content Network or choose those that you wish to display your ads on.
• Campaign Creation:
  Create different campaigns to maximise your ROI. Separate countries to target, languages to target, create separate budgets for different departments in your company etc.
• Ad Group Creation:
  Create unique Ad Groups for different products or services.
• Conversion Tracking:
  Monitor conversions from a visitor to a paying customer or determine your own conversions such as a series of page views, signup to a newsletter, or a web site enquiry.
• Cross Channel Tracking:
  Track other online advertising campaigns through your Google Adwords Account. Yahoo Search Marketing, Banner Ads, email campaigns, etc.
• Analytics Setup/Monitoring:
  Track your visitors with Google Analytics to view a huge range of information including:
  • Daily Visitors
  • Visits & Page view Tracking
  • Goal Conversion Tracking (Requires additional setup)
  • Absolute Unique Visitors
  • Visitor Loyalty
  • Visitor Recency
  • New vs. Returning
  • Referring Source
  • Geo Location
  • Network Location
  • Language
  • Domains
  • CPC Analysis
  • AdWords Analysis
  • Overall Keyword Conversion
  • AdWords Keywords Positions
  • CPC vs. Organic Conversions
  • Ad Version Testing
  • Top Content
  • Dynamic Content
  • Depth of Visit
  • Length of Visit
  • Entrance Bounce Rates
  • Top Exit Points
  • Goal Tracking (Requires additional setup)
  • Browser Versions
  • Platform Versions
  • Screen Resolutions
  • and More!!!

All this information is combined into a successful advertising campaign that will reduce the number of impressions, reduce your Cost Per Click (CPC), increase your Click Through Rate (CTR), increase your quality score, and increase your Return On Investment (ROI).

<< back